Selling on Amazon Category Style Guide: Beauty

About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Beauty category.

In addition to using this document, we encourage you take advantage of the wealth of information available in our Help pages. Click "Help" on the upper-right side of the Seller Central home page.

Table of Contents

Section I: Overview

Section II: Title Style

Section III: Key Product Features

Section IV: Product Descriptions

Section V: Images

Section VI: Variation Relationships

Section VII: Browse & Search

Beauty

Whether you're selling makeup, skin care or fragrances, accurate data is crucial to discoverability and sales. How you present your products will greatly influence the customer's purchasing decision when shopping on Amazon.com. Providing clear and concise listings in a consistent format will better inform customers and enhance discoverability of your products. This can result in increased traffic to your product listings.

Please carefully review the following information and make the necessary updates to your product listings.

This section covers the following guidelines for setting up product detail pages:

Title StyleGet customer attention with great titles. Clear and concise titles will improve search results and catch the customer's attentionBrand & ManufacturerImprove discoverability and duplicate detection by entering accurate brand and manufacturer informationImagesShow customers what they're buying. Professional images on white backgrounds will bring life and added attractiveness to your producKey Product FeaturesHighlight the key features and benefits of your product.Product DescriptionsElaborate on the features and uses of your product.Item Package QuantityIndicates how many items are in the package. Please use if there is more than one identical unit in the package of the product you are selling.Variation RelationshipsMake choices easy: Display multiple size and color options on a sing detail page.Browse & SearchImprove discoverability and traffic through search terms and stylekeywords.

Title Style

Your product title is the first thing the customer sees when visiting your detail page. Does your title provide customers with the right information? Will they continue looking at your product offering?

The customer should be able to make a purchase decision based on the information in the product title alone, and only product-related information should be included. Amazon uses the words in product titles to display your product in search results. A concise and relevant title will drive traffic to your product. Always check titles for consistent format and accuracy. Follow the guidelines below to create product titles that make a good first impression.

Tips on how to create a great title

DoDo NotCapitalize the first letter of each word (but see exceptions under Do Not) - Use numerals (2 instead of two) - If a bundled product, state value in parenthesis as (pack of X) - Keep it short, but include critical information - 50 characters maximum Note: Please include only standard text. Type 1 High ASCII characters (®, ©, ®, ‘c’.) or other special characters are not supported.- Do not include price and quantity - Do not use ALL CAPS - Do not capitalize: - Conjunctions (and, or, for) - Articles (the, a, an) - Prepositions with fewer than five letters (in, on, over, with, etc.) - Do not include seller information - Do not include promotional messages such as "sale" or "free ship" (use the Promotion Manager tool to include messaging) Do not use your seller name for Brand or Manufacturer information, unless your product is Private Label Do not include symbols in your listings (such as: ! * $ ?) Do not include subjective commentary such as ‘Hot Item’ or ‘Best Seller’

Elements to Include

[Manufacturer / Brand]+[Product Line]

Examples:

ManufacturerBrandProduct lineTitleBare EscentualsbareMineralsAll-Over Face ColorBare Escentuals bareMinerals All-Over Face ColorDolce & GabbanaDolce & GabbanaLight Blue Pour HommeDolce & Gabbana Light Blue Pour HommeLaura MercierLaura MercierTinted MoisturizerLaura Mercier Tinted Moisturizer

Note: Including your company information or sale messaging in your product titles may negatively impact your seller account.

CATEGORY STYLE GUIDE: BEAUTY

Examples:

Good:

DOLCE:GABBANA LAV PE FORETTE

Dolce & Gabbana Light Blue Pour Homme

Other products by Dolce & Gabbana

食食食食食 ⊠ (4 customer reviews) | More about this product

: $23.00 - $98.97

; $28.99 on 2.5 oz Aftershave Balm (In Tube)

$41.99 on 2.5 oz Aftershave Splash

$65.99 on 4.2 oz EDT Spray (Tester w/ Cap)

See pricing chart

Size Name:

Select Size Name

Ship date varies by item--see shipping date and pricing chart for details.

Share your own customer images Exclusive Offer. Save $10 when you spend $100 or more on IOBEAUTY at checkout. Here's how (restrictions apply).

Bad:

AMARIGE by Givenchy For women EDT SPRAY 3.4 OZ & BODY LOTION 2.5 OZ & BATH GEL 2.5 OZ (TRAVEL OFFER)(Fragrance - Fragrances)

Other products by Givenchy

-Only the first letter of each word should included not permitted

Share your own customer images Magazines

Save an Additional 50% off Beauty and Fashion Purchase any product from Amazon Beauty and save an additional 50% off select beauty and fashion magazines subscriptions, as low as $3 after discount. See Details (restrictions apply).

Key Product Features

The Key Product Features bullets on the detail page give the customer more details about your product and can influence the customer purchase decision.

• The Beauty category is a "child model" store. Your product data (images, descriptions, and bullet point text) must be uploaded to all child ASINs, rather than just the parent ASINs. If you do not add product data to child ASINs, your offers will still be buyable, but the description and bullet point text won’t appear on the product detail pages.

• Highlight the five key features you want customers to consider, such as dimensions, age appropriateness, ideal conditions for the product, country of origin, and so on

• Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products

• Reiterate important information from the title and description

• Begin each bullet point with a capital letter

• Write with sentence fragments and do not include ending punctuation

• Do not include promotional and pricing information

• Do not include shipping or company information. Amazon policy prohibits including seller, company, or shipping information

• The description helps customers evaluate a product, so any non-product-specific information can distract from a customer's purchase decision

ContentExample: Featured BulletsIngredients / ContainsMade with avocado oil Contains Vitamin ASkin TypesGreat for dry skinPurpose / UseReduces fine lines

Customers use this section to get a snapshot of the product. They may finalize a purchase decision based on this information alone, or it may interest them enough to then read the full product description.

Note: Tips to improve readability

• Write all numbers as numerals

• In bullets with multiple phrases; separate the phrases with semicolons

• Spell out measurements such as quart, inch, feet, and so on

Do Not:

• Use hyphens, symbols, periods, or exclamation points

• Write vague statements; be as specific as possible with product features and attributes

• Enter company-specific information; this section is for product features only Examples:

Good:

Product Features

• Case of two 2-ounce jars of facial treatment cream (4 total ounces)

• Enriched with Vitamin E

• Age-defying; salicylic acid encourages exfoliation and skin renewal

• Cleanses by gently lifting away dirt, oil and make-up

-Only capitalize the first letter of each word

• Packaged in an easy-to-use glass jar

Bad:

Product Features

• EDT SPRAY 3.4 OZ & BODY LOTION 2.5 OZ & BATH GEL 2.5 OZ (TRAVEL OFFER)

• Fragrance Notes:violet, mimosa, soft sweet spices, and orange flower

• Free shipping - -Is not meaningful

• You'll be satisfied -Shipping information is not a product feature as it is seller specific

Product Descriptions

When you describe your product, you might want to include some key features listed in your Feature bullets. However, go beyond a simple to-the-point description. Well-written product descriptions help th customer imagine the experience of owning or handling your product. Put yourself in your customers’ shoes: what would they want to feel, touch or ask? Incorporating information about the feel, usage and benefits of your product can fire the customer's imagination. This is as close as you can come to creating an in-store experience. Product Descriptions are limited to 2000 characters.

DoDo NotDescribe the major product features and list product information including size, used-for and styleDo not include your seller name, e-mail address, website URL, or any company-specific information- Keep it short, but include critical information. - Include accurate dimensions, care instructions and warranty informationDo not write about anything but the product for sale; this is your opportunity to tell the customer what they are buying- Use correct grammar and complete sentences - Be sure that product claims are truthful and substantiatedDo not include promotional language such as "sale" or "free ship" (use the Manage Promotions tool instead)

Good:

Product Description Product Description

Guerlain's Aqua Allegoria Cherry Blossom captures the gentle euphoria that emerges during the renaissance of nature the first days of spring. No flower evokes the same lilting happiness as the cherry blossom full of pink freshness and emotion. This fruity floral scent embodies the season of renewal with a blend of cheerful and charming notes. Bergamot lights the way, green tea adds a cool touch, and the mixture melts into an irresistible layer of ripe, luscious peach.

Product Description

Product Description

In just 30 days, this innovative high-performance formula promotes the appearance of healthy, natural lash and brow growth with a simple once a day application. RapidLash offers maximum protection by delivering essential proteins, vitamins, moisturizing and rejuvenating ingredients that replenish and strengthen the structure of lashes and brows, while adding shine and elasticity. Each strand is nourished providing incredible results that improve the appearance of thin, sparse eyebrows. RapidLash helps transform thin, brittle or short lashes into thicker, longer, healthier-looking lashes and brows! Moisturizing and rejuvenating agents help add shine and flexibility.

Bad: -Not descriptive doesn't give the Product Description viewer a compelling reason to Product Description purchase the product - too vague.

Replacement pads for Deluxe Metal Curler. 4-ct. -Only capitalize the first letter of each word -Website URL’s are not permitted

Product Description

-Promotion related information is not Product Description permitted

THIS FRAGRANCE IS VERY POPULAR IN EUROPE. FOR MORE DETAILS ON THIS PRODUCT GO TO: HTTP://WWW.FRANGRANCEMAN.COM. AS A TOKEN OF APPRECIATION, YOUR PRODUCT WILL BE SHIPPED WITH A FREE GIFT.

Images

Images display on the product search page and the product detail page. A professional image helps customers discover your product and can drive traffic to your detail page. Show customers what they will receive in their shipment (and only what they will receive). Make it easy for them to identify your product with a clear, high-quality image displaying exactly what you're offering.

Required- Use simple and clean white backgrounds that do not distract from the product - Product images should be at least 500-dpi, 1,000-dpi images are preferred - Product images should be in color, not black & white - Show the entire product. The product should occupy at least 80 percent of the image area. - Include only what the customer will receive; accessories that are not part of the product should not be shown - If it is a bundled product, it is not necessary to show the entire LOT, a single image of the product will suffice. - Multiple angles of each product is preferredProhibited- Brand tags or packaging in any of the images - Images of second hand or slightly used product: Borders, watermarks, text, or other decorations Sketches / drawings of the product - real images only Colored backgrounds or lifestyle pictures Other products, items or accessories that are not part of the product listin only include exactly what the customer is buying - Image place holders (i.e. "temporary images" or "no image available Images containing graphs of product ratings ’ Promotional text such as "sale" or "free ship" (use the Manage Promotions too instead)

Note:

1. When submitting the main image for child products be sure the image represents the actual child product being listed. For instance, if you are listing different shades of the same lipstick it is important that you provide us with the image that represents the variant shade.

1. Zoom Functionality - When you submit an image of at least 1,000dpi ,customers can zoom in on your product image on the detail page. This provides a detailed look at your product and may reduce returns and negative feedback.

Examples of good images

Additional Images

Swatches

When using variations, upload a swatch image for each child item or, preferably, a thumbnail image of the actual product (one thumbnail for each color). The image displayed in the Color selection box on the detail page is populated from the SwatchImageURL field in the text-file template or from "Variation Swatch" in Seller Central Add a Product.

Variation Relationships

Variations allow customers to choose the desired color and size of the product from a single detail page, which you create using parent-child product relationships. Variations provide a cleaner customer buying experience.

Note: If your products currently match with Amazon offers on the detail page, please do not use Variation Relationships because your products will automatically match to an identical product offer.

The parent products are the initial display on the detail page. The child products are the products that are related to each parent and display when the variation is selected by the buyer. The relationship of parent to child is the variation theme: Size, Color, Size-Color, Scent, or Size-Scent.

There are three Components to a Parent/Child relationship:

• Parent product: Non-buyable products displayed in detail pages are parent products, such as women's perfume.

• Child products: Buyable products related to parent product by size and/or color, such as women's perfume -32 oz.

• Variation theme: Defines how the child products differ from each other, such as size-color.

How to set up Variations for a product

Note: Please create Variations only with regard to variations of the same product; do not use this feature to create "collections" of certain brands or products. For example, a single product detail page should not include variations for a fragrance, a body lotion, and a deodorant, even if those items are of the same brand. Product detail pages in the Beauty category that reflect incorrect use of product variations may be removed by Amazon at its discretion.

To properly set up your variation theme and product relationships, please see Creating Parent/Child Variation Relationships in Seller Central Help.

Browse & Search

Customers come to Amazon.com to shop for products. They can find your products in two ways: either using the Browse option, or using Search Terms. Most often customers use a combination of browse and search. Make sure customers can find your products either way. Drive traffic by providing Search Terms and Style-Keywords (for Browse).

Classification- Browse

Thousands of merchants sell millions of products on Amazon.com. To help customers find products easily, Amazon developed a detailed product hierarchy or browse-tree structure. Customers refine by category and subcategory links until they reach the most specific product type.

Amazon uses your ItemType keywords to classify your products under the correct browse nodes. In order for your products to continue to appear when customers refine their category options, they must be classified correctly to the deepest level.

See the latest Item Classification Guide in the Help section of Seller Central. Item Classification Guides (ICGs) are category-specific documents that provide valid values for setting up your products. These values take advantage of the browse structure for categories on Amazon.com.

Example of the browse-tree category structure on Amazon.com:

Department

< Beauty

< Fragrance

Women's

Cologne (98)

Eau de Parfum (1,925)

Eau de Toilette (1,808)

Essential Oils (53)

Sets (521)

The attributes below are used for browse classification:

AttributeDefinitionExamples**ItemTypeEnables customers to find your products as they browse to the most specific item types. This is the most important value and determines browse category structure.Select an item type value from the ICG, such as personal-essential-oils, baby- lotions, or eye-liners.OtherItemAttributesSpecifies other item attributes of your product. Recommended for further classification of your products in the Browse structure. Refer to the ICG for allowed values.Select other-item-attribute values from the ICG, such as antiaging or aromatherapy.Skin-typeIf your product is formulated for a specific skin type, use this field to indicate for which type of skin the product is formulatedSelect one of the following options: combination, normal, oily, dry

** ItemType is the most important attribute for getting customer’s to your product and in the most granular browse node.

Use the following elements to further refine your product within the Beauty browse structure:

Skin care SiteTerms toHaircare SiteDescriptionField NameUseDescriptionField NameTerms to UseAnti-AgingOtherItemAttributeantiagingColor ProtectingOtherItemAttributehair-color- protectingExfoliatingOtherItemAttributeskin- exfoliatingCurl DefiningOtherItemAttributecurl-definingMoisturizingOtherItemAttributemoisturizingExtra BodyOtherItemAttributeextra-bodyOil FreeOtherItemAttributeoil-freeLeave-InOtherItemAttributeleave-inPurifyingOtherItemAttributeskin-purifyingMoisturizingOtherItemAttributehair-moisturizingWith SunscreenOtherItemAttributesunscreen- ingredientShine EnhancingOtherItemAttributehair-shine- enhancingCombinationSkinTypecombinationSmoothing & StraighteningOtherItemAttributehair-smoothing- and- straighteningDrySkinTypedryChemically TreatedUsedForcolor-treated- hair OR permed-hairNormalSkinTypenormalDryHairTypedryOilySkinTypeoilyNormalHairTypenormalSensitiveUsedForsensitive-skinOilyHairTypeoilyAlcohol FreeOtherItemAttributealcohol-free

Make-upGeneralSite DescriptionField NameTerms to UseSite DescriptionField NameTerms to UseCreamsOtherItemAttributecream- makeupsAromatherapyOtherItemAttributearomatherapyGelsOtherItemAttributegel-makeupsCruelty FreeOtherItemAttributenot-tested-on- animalsLiquidOtherItemAttributeliquid- makeupsFragrance FreeOtherItemAttributeunscentedPencilsOtherItemAttributepencil- makeupsHypoallergenicOtherItemAttributehypoallergenicPowdersOtherItemAttributepowder- makeupsNatural & OrganicOtherItemAttributenatural- ingredients

Search

Search terms help customers find your products. Your product titles and company name are already searchable, so think about other words that describe your product. Think like Amazon customers when choosing your terms; use words they might enter into the search bar, including synonyms. Make sure they can find your products!

Your Amazon.com & Today's Deals & Gifts & Wish Lists & Gift Cards & T

Guidelines for listing your Search Terms

• Each product can have up to five search lines of 50 characters per field; that's 250 characters available

for your search terms

• The words you choose are the terms our search engine uses when customers search the site

• The individual words of the title, seller, and brand are automatically included as search terms and do not need to add them to the keyword field

• Any combination of title words and search terms are fully searchable

Examples

Text-file feed

AJAKALAMANSearchTerms1SearchTerms2SearchTerms3SearchTerms4SearchTerms5

If you are using an inventory text file, the template fields for search terms appear as search-terms1, search-terms2, and so on. For more details about how to create effective search terms, see Using Search & Browse.

Add a Product in Seller Central

Search Terms: (Provide specific search terms to help customers find your product.)fill this space with your search termsyou should fill up all 5 lines with wordsyou don’t need to repeat your title wordscustomers search these words to find your productsword space word space word spaceExample: Dark Chocolate, Apples, Cookies

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